Should I Buy Broadcast Advertising in 2025?

Broadcast TV and radio advertising have been pillars of marketing for decades—but are they still worth your budget in 2025? As streaming, social media, and targeted digital ads continue to evolve, many business owners are wondering: should I still be spending money on traditional broadcast?

The short answer? It depends on your goals, audience, and market.

Let’s break it down.

📺 What Is Broadcast Advertising?

Broadcast advertising refers to commercials placed on traditional TV and radio—stations that reach audiences over the air or via cable, not streaming platforms. These ads can reach thousands of people at once, often during scheduled programs or drive times.

🔍 Is It Still Effective?

Yes—but not for everyone. While younger audiences continue to drift toward streaming and on-demand media, radio remains strong during commuting hours, and local TV can still deliver reach, especially in smaller markets where it’s more affordable.

Here are a few situations where broadcast can still be a smart investment:

• You’re targeting a local audience in a small or mid-sized city

• Your product or service has mass appeal (think restaurants, auto sales, healthcare, or events)

• You’re supporting a time-sensitive campaign that needs quick awareness (e.g., a seasonal sale or fundraiser)

• You’re pairing it with digital for a surround-sound effect

📉 When It’s Not the Best Fit

On the flip side, broadcast might not be your best bet if:

• Your audience skews under 40

• You need precise targeting (like age, income, or behavior)

• You’re on a limited budget and can’t afford to buy enough frequency for effectiveness

• You have a niche product that needs longer storytelling or education

📊 What’s Changed in 2025?

Broadcast isn’t dead—but it’s evolved. Here are three 2025 realities:

1. Cord-cutting has reached critical mass. Many viewers now watch via streaming only.

2. Radio still has ears—but mostly in cars. Smart advertisers are bundling it with streaming audio like Spotify and Pandora.

3. Broadcast inventory is cheaper in some markets. Less demand means better deals if you’re savvy.

✅ What We Recommend

At Grace Williams Creative Group, we don’t believe in one-size-fits-all media plans. Here’s what we typically advise clients:

• Use broadcast as part of a multi-channel strategy, not your only play.

• Combine TV or radio with social, search, and email marketing to capture attention across touchpoints.

• Track your results. We help our clients pair traditional ads with digital CTAs and vanity URLs to monitor effectiveness.

💡 Final Thought

Broadcast is no longer king—but it’s still a valuable tool when used wisely. If your business wants to build broad awareness, especially in local markets, it can still deliver solid ROI—especially when paired with targeted digital campaigns.

Need help deciding if broadcast is right for your 2025 marketing plan?

Let’s talk. Grace Williams Creative Group can help you craft a strategy that fits your budget, goals, and audience—on air and online.